Our thinking was guided by extensive primary and secondary research. Insights informed the strategic plan, the communications plan and directed the creation of a new brand for the School. The resulting brand strategy document was shared within the Institution in order to garner essential feedback and input, and to help win critical Institutional buy-in.
We articulated the personality, brand pillars and brand platform for the School, and in 2013 translated our findings into compelling, gutsy creative that brought the new brand to life. First and foremost, the Sheridan brand was designed to communicate the School’s commitment to foster creativity and innovation in every part of the Sheridan undergraduate experience. From the wordmark to the Institutional website, from signage to advertising, from photography to copywriting, development to social media, the look, tone of voice, and personality of the School has come to life, and their messaging is clear.
Our partnership with Sheridan continues, both in a strategic and creative capacity. Each year, we complete an audit of the post-secondary environment and present recommendations to guide the upcoming year’s communication priorities, as well as confirming the School’s short- and long-term strategic goals. We present annual ‘big idea’ recommendations to ensure our creative continues to push Sheridan’s creative boundaries and that the School is walking the walk of a Creative Campus (a concept that is central to their brand). We work in close partnership with Sheridan’s Central Marketing and Communications team, and weekly calls ensure that our teams are in sync and on schedule; simply, our success could not happen without their collaboration and expertise. Together, we are a force to be reckoned with.
Our partnership with Sheridan has caused us to work with stakeholders from every corner of the Institution. With the Strategic plan and Institutional goals as our guide, we continue to produce creative that shifts perceptions and changes behaviour across all faculties and departments. From annual recruitment and admissions campaigns to a complete overhaul of the institutional website, from national advertising to local faculty-specific campaigns, from video to social media, from development to guerilla campaigns. Our work with Sheridan is inevitably gutsy, real and smart, just like their brand.
The new Sheridan brand launched in fall 2013, and was recognized in 2014 with a CCAE Prix D’Excellence award for institutional rebranding. More importantly, however, the Institution was transformed by the new brand, and has a clear platform from which to communicate its offerings and strategic goals. Sheridan is living its Creative Campus brand.
Our partnership continues to have impact across the Institution, and our work has delivered tangible results, too many and varied to list. If you’re interested in learning about specific campaigns, or areas of impact, please get in touch, we’d be delighted to share our experience with you.